Do the right thing the right way
I interface with customers directly or create an early adopter focus group. I use this customer R&D to identify and interpret unmet needs, under met needs or unapparent needs. After this market research and customer segmentation I provide competitive and business analysis. From this complete view I define product requirements.
Planning & Design
I start the strategy and planning by understanding current business assets and resources available and how to best capitalize. I translate customer needs into a strategy to solve the problem, designing a unique, differentiated MVP solution through a combination of buy, build or bolt. I plan an overall product portfolio and roadmap, using ongoing product/market fit analysis to continuously refine.
As technical product owner, I translate customer needs and and defined solution into “what” needs to be built through user stories, wireframes and mockups. I lead software engineering task prioritization based on estimated effort/impact ROI analysis empowering the development team to independently determine “how” to build it. I manage the lean-agile team with real-time organization of projects and task backlog, grounded in business goals and product priorities.
Based on customer discovery, I define a marketing strategy including writing value propositions, features, benefits, positioning, pricing. I develop a tactical inbound/outbound marketing plan and execute a communications plan for awareness and demand generation. I develop and execute sales support material and training. Lastly, I act as product champion and evangelist for customer development, jumpstarting the sales flywheel.
part time, fractional product management
If you need product expertise but can't afford a full-time product manager, Keith is available on a part-time fractional contract basis to help your startup's lean and agile product development effort at any or all phases of the cycle. As a strategic team lead and mentor or hands-on practitioner, Keith can bring immediate clarity and disciplined focus to rapidly iterate the build-test-learn development cycle for enterprise software delivery. Through an integral connection with the target customer in the process, Keith can develop and execute a go-to-market strategy that gets the flywheel moving!
Years building software
Years in AdTech
Years of Lean Startups
Self-Service SAAS Ad Products
Rebuilt a managed service social marketing product into a self-serve, semi-automated and human-curated social marketing SAAS product similar to Google AdSense CPC. Developed an automated CPC search campaign creation tool using a small seed keyword and competitive URL list; auto expanding and grouping keywords and auto generating text ad copy.
Developed and patented an algorithm for using referrer and backlink content and anchor keywords to understand user intent. Sold patents to YieldBot.
Cross Device Measurement
Designed a digital media measurement platform that ingests ISP traffic in real time for cross platform, device measurement for digital video advertisers.
News Curation & Distribution
Developed a news distribution platform that automatically summarizes curated news stories, extracts keyword tags, extracts relevant images, gives weighted preference to commentary, and distributes comments and highlights to blog, Twitter, Facebook and LinkedIn.
Business & Product Goal Management
Developed product planning suite (similar to Jira + Aha) for managing product feature requests but with the addition of prioritizing and aligning to corporate goals, capacity planning and ROI measurement. Built a corporate goal management system for laddering up personal goals to department and corporate goals.
Built a workflow automation system integrating several systems to monitor cost, productivity and performance metrics of a large, distributed workforce. Built a cross-department workflow automation systems that ingested client email requests, unified media, billing, reporting, adops and legal documentation management eliminating Excel and human error in the workflow.
Video, Devices & Networks
Savvy business acumen
Lemonade from Lemons
A quick study of new industries and willing to bend and flex when data speaks.
Challenging the status-quo to create innovative solutions to complex problems.
Creates order from chaos with seemingly random information.
Insatiable appetite to understand how things work.
Able to cut through the noise and quickly get right at the heart of an issue.
Tenacious energy and leadership to succeed.